One of our Strategic Major Projects, the Customer Relationship Management (CRM) programme, which is aimed at transforming the way we manage our customer data, has reached a new milestone.
What is a CRM and why do we need it?
Customer Relationship Management (CRM) is a software system used by organisations to manage customer data and provides tools to collect and organise this data effectively.
The University, like many organisations, currently holds information across different systems. By implementing a CRM system, we can interact with our customers including prospective students, applicants, current students and alumni, within one central location, targeting our engagement and providing a more informed service.
The University is rolling out the Microsoft CRM system, Dynamics, as it easily integrates with other Microsoft platforms that we currently use.
What is Dynamics being used for?
In 2021, we introduced Dynamics to the Admissions Team to support enquiries from post-graduate taught (PGT) applicants.
Last month, we reached a new milestone by successfully moving the PGT Admissions process into Dynamics, in turn improving the way we communicate but also helping our understanding of our customers and improving their experience. The new admissions system benefits the following users:
- PGT Applicants have access to a new portal with an improved look and feel. They can also use this to contact Admissions directly with any questions.
- Academics who review PGT applications can now access them on a portal instead of being emailed the information, improving data security.
- Admissions can access a new system with additional functionality to help them process PGT applications more effectively. They will no longer need to update Banner as Dynamics will do this automatically.
- Agents, international organisations who help recruit students, can process and manage progress of applications on behalf of applicants, via a brand new portal.
What are the next steps?
We are now working towards moving other elements of the enquirer and applicant journey, such as student recruitment and communications into Dynamics. This is scheduled to go live over the next few months.
Where can I find out more?
- To understand more about Microsoft Dynamics and how it can used at the University, please view this video demonstration.
- If you would like to find out more about the recent move to Dynamics for PGT Admissions, please visit this SharePoint page.
- If you have any questions, please submit a feedback form.
